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An important issue in the design and execution of advertising messages is ensuring that consumers' reactions to advertising are associated with the name of the advertised brand. Anecdotally, we all encounter situations in which we can clearly remember elements of an advertising execution, but cannot remember the advertised brand name, we associate the wrong brand name with the advertisement, or worse, we have positive associations but cannot remember specific elements of the advertisement and have no idea what brand to associate with that vague positive reaction (Jacoby and Hoyer 1989). Academic research has consistently demonstrated the difficulty that consumers have linking advertising messages to brand names, particularly in highly competitive advertising environments (Burke and Srull 1988; Keller 1987, 1991; Kent and Alien 1994)...
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